An investigation of emotional narrative advertising on consumer purchase behavior and quality evaluation: A study of a beauty product in Kaduna, Nigeria
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Background of the study
Emotional narrative advertising is increasingly recognized as a potent marketing strategy, particularly in the beauty industry where consumer perception is largely influenced by emotional engagement. In Kaduna, beauty brands are harnessing emotionally charged stories to illustrate the benefits, heritage, and efficacy of their products. These narratives often integrate personal testimonials, cultural symbolism, and aspirational themes that resonate with consumers on a personal level (Adesanya, 2023). Emotional narrative advertising not only creates a memorable brand image but also enhances perceptions of product quality by aligning consumer emotions with product benefits. During economic uncertainty, emotionally resonant messages become even more important as they foster trust and encourage purchase behavior. Research shows that when consumers are emotionally engaged, they are more likely to evaluate product quality favorably and make repeat purchases (Ibrahim, 2024). This study investigates the effect of emotional narrative advertising on consumer purchase behavior and quality evaluation for a beauty product in Kaduna, aiming to identify the most effective narrative elements that drive consumer decisions.
Statement of the problem:
Beauty brands in Kaduna often face challenges in translating emotional narrative advertising into tangible improvements in purchase behavior and quality evaluation. Inconsistencies between the emotional message and actual product performance can lead to consumer skepticism and reduced purchase intent (Adesanya, 2023). When narratives are not authentic or fail to connect with consumer values, the intended impact on quality evaluation is diminished. This misalignment is particularly detrimental in competitive markets where consumers are discerning and demand both emotional appeal and factual product benefits. Hence, there is a need to identify which emotional narrative elements are most effective in enhancing consumer purchase behavior and quality evaluation, providing actionable insights for beauty marketers (Ibrahim, 2024).
Objectives of the Study
To assess the impact of emotional narrative advertising on consumer purchase behavior.
To evaluate the influence of emotional narratives on quality evaluation.
To recommend effective emotional storytelling strategies for beauty advertising.
Research questions
How does emotional narrative advertising affect consumer purchase behavior?
What is the impact of emotional storytelling on quality evaluation?
Which emotional elements are most effective in driving consumer decisions?
Significance of the Study
This study is significant as it examines how emotional narrative advertising influences consumer purchase behavior and quality evaluation for a beauty product in Kaduna. The findings will help beauty brands develop more authentic and engaging narratives that align with consumer expectations, thereby improving purchase intent and quality perceptions. The research contributes to academic literature on emotional marketing and provides practical recommendations for optimizing advertising strategies in the beauty sector (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a single beauty product in Kaduna and focuses exclusively on emotional narrative advertising in digital and print media.
Definitions of Terms
Emotional Narrative Advertising: The use of storytelling techniques designed to evoke emotions in consumers.
Consumer Purchase Behavior: The decision-making process leading to product purchases.
Quality Evaluation: The assessment of product excellence as perceived by consumers.
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